SCC | Study of the Canadian Consumer

The SCC is Canada’s authoritative single-source database for timely consumer and audience insights.


Consumer Behaviour, Media Habits, Opinions and More, All in One Database

Surveying 40,000+ Canadians, 365 days a year, the Study of the Canadian Consumer (SCC) is a high-quality, nationally representative study that provides trusted audience and consumer metrics to Canada’s leading marketers, media and agencies. With the SCC, you can:

Size Your Market

Size the market for your brand and understand the competitive landscape

Segment And Profile Consumers

Develop astute audience and consumer segment and profiles for more effective marketing strategies, creative campaigns, media planning, media sales and more

Target to Greater Effect

Uncover the media channels and specific content that matters most to your current and potential consumers, and determine the best cross-media and cross-platform strategy


Consumer Measurement Done Right

Since Vividata® began in 2015, we have surveyed more than 200,000 real people who have shared their media habits, purchasing preferences, opinions, plans for the future and more. It’s a process we continually strive to hone, improve and innovate on with every new release, to ultimately provide our members with data and insights they can bank on.


  • Rolling 52-week sample of 40,000+ respondents (aged 14+) in 40+ urban centres and small communities
  • online survey
  • National, provincial, and local market coverage in English and French
  • Demographic targets for gender, age, income, ethnic background, occupation, education (and more) for accurate and robust estimates


  • Enhanced demographics, including multicultural variables
  • 60,000+ consumer elements
  • 1,500+ psychographic and lifestyles characteristics
  • 4,000+ consumer and media brands
  • Pre-built consumer and audience segments
  • Cross-media and cross-platform audience data
  • Brand, product, and retail consumer information across all major product and service categories
  • Released 4 times a year

Media Verticals:

  • Advertising Effectiveness
  • AM/FM Radio
  • Digital Publishers
  • Out of Home
  • Linear TV
  • Local Media
  • Print Publishers
  • Social
  • Streaming Radio/Audio
  • Streaming TV/Video

Consumer Verticals:

  • Alcohol
  • Automotive
  • Banking & Finance
  • Beverages
  • Business & Home Office
  • Children’s Products
  • Clothing and Apparel
  • Cosmetics
  • Entertainment
  • Food Delivery
  • Grocery & Confectionary
  • Health & Wellness
  • Household Products
  • Home Electronics
  • Home Furnishings & Appliances
  • Home Improvement
  • Lottery, Gambling & Betting
  • Pets
  • Pharmacy
  • Real Estate
  • Restaurants
  • Retail
  • Sports & Esports
  • Telco & Other Media Subscription Services
  • Thrift & Second-hand Purchases
  • Travel

How To Access Our Data

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Dive Into the Data with Easy-to-Use Analysis Tools

All of our research studies – including the Survey of the Canadian Consumer – are available through Dapresy, Nielsen, and Telmar datamining platforms, letting you cut and slice the data to your needs, with ease.

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Have Us Build Custom Reports for You

Vividata offers custom analysis and reports built in-house by our insights team. Our reports take the time and guess work out of analysing exhaustive datasets so you can focus, get informed and make decisions.

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Go Deeper with Data Science And Direct Data Delivery

Leverage our robust datasets in combination with your own first party data and take insights to a new, deeper level through sophisticated data integration and data segmentation.

Get Started

Reach out for a demo of our datasets, to get access, or learn more about our services.

Vividata Membership

Get More As A Vividata Member


Join the over 500 worldwide brands, media companies, advertising agencies and more getting exclusive access to deeper, more relevant consumer and audience data and insights through a Vividata membership.

Custom Research

Gain Key Insights for Your Business Through Custom Research


Vividata’s specialists in survey development, data integration, data fusion, and data analysis, can help you navigate the complex seas of consumer research, ensuring you get the data and insights you need to reach potential and existing customers, more effectively.


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